Building Strong Personal Brands: Rachel Gogos on Personal Branding, Authenticity, and Professional Connections

Rachel Gogos is a serial entrepreneur passionate about people, the web, and creating strong personal brands. She started her career at the United Nations headquarters in New York City, where she helped create the look and feel of the organization’s first website. Today, in her current role running brandiD, Rachel channels over 15 years of marketing and communications experience into every website for brandiD’s clients. As the founder of brandiD and MyPath101, Rachel is a true Internet pioneer who created businesses on the web before Google was established as a commercial entity in 1998, long before the phrase “personal branding” became an industry buzzword. She’s held positions at The Wall Street Journal and DowJones.com and launched three companies besides brandiD. Her entrepreneurial spirit started young; the child of Greek immigrants and Buffalo-based entrepreneurs, Rachel grew up in the restaurant business. As a budding entrepreneur, she developed a strategy and brand identity to turn a dilapidated eatery into a hip family restaurant, which remains a popular destination today. True to her roots, she loves to work with entrepreneurs and co-founded the Internet incubator SiliconFish.com in the late 90’s while living in Manhattan. The company was a leader in helping to establish and brand offline businesses on the web. https://thebrandid.com/meet-the-team/rachel-gogos/ https://thebrandid.com/the-business-of-you-podcast/   Quick recap Diverse Career Paths and Skill Utilization Rachel, the founder and owner of a brand agency, discussed her diverse career path, which included stints in government, nonprofit organizations like the United Nations, and journalism at the Wall Street Journal. She expressed her gratitude for being able to use all her skills in her current role. Michael, on the other hand, shared his own career journey, highlighting the importance of the skills he acquired in various roles, including accounting and auditing. He emphasized the value of understanding the nuances of different organizations, which he believes is crucial for effective personal branding and building an online presence. Exploring Roles, Responsibilities, and Personal Branding Michael and Rachel discussed the challenges of articulating their roles and responsibilities, with Michael expressing difficulty in explaining what he does. Rachel suggested that people often answer why they do what they do, which is more memorable and gets to the heart of a person. They also discussed personal branding, which Rachel defined as a combination of an existing reputation and the personality, values, and passions of an individual. Rachel emphasized that personal branding is not boasting, but rather sharing one's essence with others. Michael agreed, noting that storytelling is an effective way to connect with others and that he uses a conversational writing style to make his content more engaging. Enhancing Professional Connections and Online Presence Michael and Rachel discussed the importance of connecting with others, particularly in a professional context. They emphasized the need to share personal stories and passions to create a memorable and relatable image. Rachel highlighted the significance of online presence, suggesting that people should aim to connect the dots between their past experiences and current work. Michael agreed, noting that people are more likely to engage with someone they feel they know personally. They also touched on the role of video content in enhancing online presence and the desire for people to connect with others. The conversation concluded with a discussion on the impact of the pandemic on human connection and the importance of seeking help for those struggling with feelings of loneliness. Human Connection, Values, and Authenticity in Business Michael and Rachel discussed the importance of human connection and personal values in business, emphasizing the need for authenticity and alignment with clients' values. T